Tns Shower Gel Case Recommendations

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  • Topic: UCI race classifications, Tour de Georgia, Marketing
  • Pages : 3 (418 words )
  • Download(s) : 33
  • Published : March 7, 2013
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NAME: ABHAY A GANDHI
GROUP : 22
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TNS SHOWER GEL CASE
POSITIONING MAP
BRAND 7.3
BRAND 8.1
BRAND 7.4
BRAND 6.2
BRAND 3.3
BRAND 4.1
BRAND 7.1
BRAND 3.2
BRAND 5.1
BRAND 2.2
BRAND 3.1
BRAND 4.2
BRAND 1.1
BRAND 7.2
BRAND 2.3
BRAND 2.1
BRAND 1.2
BRAND 6.1
Shelf-Space
0.2
Private Label
1.2
0.8
0.0
0.6
1.4
1.8
1.0
Price/Volume
0.4
1.6

≥0,3l
<0,3l and ≥ 0,25l
Unit Size
<0,25l

Economy Packs
Middle of the market
Luxury Brands and Sports Gels

In the above positioning map I use Price/Volume on the horizontal axis and Shelf Space on the vertical axis while the size of the bubble represents the volume/unit. I decided to use price and shelf space to position the various brands because from the numbers in the excel sheet it is evident that these parameters are the biggest drivers of market share. The size of the bubble which represents volume/unit gives us an idea regarding which customer base is the brand targeting. From the above positioning map , we identify that there are not many competitors offering a low volume/unit product that is priced in the range of 5-7 euros ( price in vol ) RECOMMENDATIONS FOR BRAND 1.2

* Introduce a lower volume/unit offering( less than 250 mL), thus letting brand 1.2 target price sensitive single customers who would find smaller packages more convenient. * The shower gel market being a heavily promoted market, it is difficult to differentiate the brand by using the same promotion strategy as the other brands. Instead, I would recommend that Brand 1.2 launch a new promotion strategy for its higher volume/unit by providing the customers with a colourful loofah free along with the shower gel. The loofah is a perfect complement for the shower gel and customers would find this very useful and value this offering over that of the competitors . This will attract customer’s attention to Brand 1.2 on the shelf and lead to choosing it over...
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